Reef HQ was undergoing a rebuild and rebrand that saw the aquarium, its service offer, and market positioning change significantly. Pragma was engaged by the Great Barrier Reef Marine Park Authority (GBRMPA) to develop a business and marketing strategy to support the shift.
The strategy guided the development of GBRMPA’s business strategy, including the Reef HQ value proposition, business targets, customer segments, pricing, and marketing channels.
Leaning on the research conducted in earlier phases, Pragma worked to better understand how Reef HQ was positioned in the market.
Drawing on market and desktop research, Pragma carried out a SWOT and competitor analysis to identify Reef HQ’s strengths, weaknesses, opportunities, and threats. The analysis revealed what and who their direct competitors were and the general market trend.
Pragma developed a business motivation model and marketing model canvas for Reef HQ to describe the following:
- the service’s vision, objectives and performance measures
- the value proposition for its customers and members
- approach to pricing structures
These feed into the business strategy, with detailed recommendations for service offerings, market segments and business opportunities.
In line with the business strategy, Pragma developed a marketing strategy that provides recommendations on the following:
- Marketing and communication strategies for specific channels
- Tactics and techniques to reach relevant audience segments
- Key opportunities and methods to reach new audiences.
